For Consumer Product Strategy Professionals

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	February 5, 2009 Defending Local Entertainment Coverage Local Franchises Have Strategic Advantages Over National Competitors by Barry Parr with David Card, Bailey Liackman

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Executive Summary

Events and entertainment are a strategic business for local media properties online. Local entertainment is under threat from national providers that can spread the necessary software development costs across a national audience and that have strong relationships with users in local markets. However, incumbent local media have the brands, audience, and advertiser relationships to compete successfully in this business. To succeed, incumbent local media properties must choose which parts of the business to outsource, build community among their audiences, and execute well on editorial and advertising services. Relationships with local entertainment advertisers can lead to new kinds of advertising, sponsorships, promotions, and marketing services.

TABLE OF CONTENTS

• Local Events Coverage Is Strategic
• National Competitors Threaten Local Events
• Local Incumbents' Strategic Advantages: Advertiser Relations, Trust, Traffic

RECOMMENDATIONS

• Beat National Competitors On Your Home Turf With National Partners

WHAT IT MEANS

• Local Regional Identities Are At Risk But Worth Defending
• Supplemental Material
• Related Research Documents

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